British mother, baby and parenting retailer, JoJo Maman Bébé, plans to regenerate local high streets in the States.

April2018

Independent British parent and baby retailer, JoJo Maman Bébé, is set to launch a chain of specialist boutique stores in the United States this spring. The move comes after the UK's go-to parenting brand has seen Stateside ecommerce growth of 339% over the past two years. Using the extensive data gained from the customer database, coupled with demographics and consumer demand; the first of 4 stores are set to open on the East Coast launching with Westport, CT, followed by Hoboken, NJ, Greenwich, CT and Montclair, NJ.

Bucking the current trend that has seen the rapid collapse of many brick-and-mortar retailers eclipsed by the growth of ecommerce giants, JoJo’s omni-channel retail model is thriving and reporting excellent year on year growth.

Laura Tenison MBE, founder of JoJo says “Pregnant women and new parents crave information to help with their purchasing decisions at this exciting and ever-changing period of their lives. Coupled with 25 years of excellence in product development and design, JoJo will become as essential a part of the new baby journey to US moms and dads, as it is to the UK’s mummies and daddies.”

JoJo Maman Bébé aims to replicate the model that has proven successful in the UK & Ireland, where this ‘kitchen-table’ startup has grown from one woman and a sewing machine to the leading British brand with 90 stores and a huge in-house designed collection. JoJo offers everything you need from the first stages of pregnancy to when the little ones turn 6 years old including fashion, accessories, gifts and toys. The boutiques offer a level of old fashioned service hard to find these days, with baby change rooms, children’s play tables, VIP maternity events and the essential maternity and nursing bra fitting service.

Stores will be popping up on local high streets rather than in giant shopping malls, increasing footfall and cementing JoJo as part of the community. Laura Tenison MBE adds:

“I have been shocked to see so many towns suffering from the demise of local stores. We want to help regenerate community shopping and encourage our customers to stay local. We hope to become firm friends with the local new parents and toddlers and offer them everything they need from pregnancy to pre-school, just a short trip from home.”

JoJo stores will stock the exclusive maternity, baby and children’s fashion lines, designed in their head office in London, as well as handy parenting products, beautiful gifts (with a gift wrap service) and lovely toys. Full information can be found at www.jojomamanbebe.com

About JoJo

JoJo Maman Bébé was founded in 1993 by Laura Tenison MBE and has grown to become the UK’s leading mother and baby multi-channel boutique brand. We design and retail high quality, imaginative, practical clothing and products for pregnant women and families with young children.

JoJo was launched 23 years ago as a tiny kitchen-table business with the stock held in a shed belonging to Laura’s parents in Wales. The company has grown organically and now has over 74 stores as well as trade sales to 50 countries. Despite this phenomenal growth, JoJo continues to operate with small company values and places a huge emphasis on great quality, fantastic customer service, environmental sustainability and loyalty to all involved.